You are tasting images

A bottle of Old Crow is $11, Jack Daniels $23.

The power of perception based on brand images:
Give people a taste of Old Crow, and tell them it’s Old Crow. Then give them another taste of Old Crow, but tell them it’s Jack Daniel’s. Ask them which they prefer. They’ll think the two drinks are quite different. They are tasting images.
From the book Ogilvy On Advertising (1985) by advertising man David Ogilvy

- Ogilvy On Advertising>>
- Old Crow>>
- Jack Daniels>>

2 comments:

  1. Your point is well taken, but the example is flawed. Bourbon and Tennessee whiskey are two different formulations and taste no more similar than Coke and Dr Pepper.

    ReplyDelete
  2. Maybe Mr. Ogilvy was more an advertising whiz given to glib comparisons and less a whiskey and bourbon drinker.

    ReplyDelete

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